November 2, 2010

Like TRPs released by TAM for television, Web Rating Points (WRPs) would be released for Internet by just launched division by IMRB – Web Audience Measurement (WAM).

Like television, WAM will measure the web by deploying meters across the top eight metros and also rest of India. To begin with, the team at WAM already has a sample size of 21,000 households and 90,000 individuals. The aim is to provide accurate and ‘weighted’ data, something that the team believes is not a hallmark of the other players in the space.

WRP would provide holistic measurement of active Internet users.

Web publishers, media planners and advertisers would be the main beneficiaries a

WRP would measure key metrics like reach, time spent, frequency and other factors.

WRP metric would help segregate the target audience vis-à-vis age, gender and SEC.

WRP would be able to capture data from cyber cafes too.

The team at WAM would be led by Balendu Shrivasava, Group Business Director, IMRB, who has been instrumental in conceptualising and setting up the new metric system.

Initially, the team would be releasing data on a monthly basis, but the periodicity will be brought down to a week in the ensuing months.